SOSC 1000 Lecture Notes - Lecture 5: Yelp, Bald Eagle, Nicotine

• School: York University
• Department: Social Science
• Course: SOSC 1000
• Professor: Tanja Juric

Document Summary

Branding = actions taken to build an identity. Steps taken by the owner/producer to build an identity (id) and reputation includes logos, slogans, etc. Consumers look at product packaging, usage, and function etc. Consumers willing create/contribute to the value of the brand. The branding responsibility and role is now more shared by consumers and producers, unlike in the past. The branding process is traditionally seen as in the hands of the producers. Brand recognition and identity is now more blurred due to the role the consumer has of twisting and shaping the brand identity -> the brand is now something new due to the different ways consumers use the products. There is both a benefit and risk of consumer participation in online communities (online platforms) Producers can manipulate feedback responses -> they can delete or bury negative reviews of consumers and emphasize positive reviews. Most often these online communities are created by the producer or are a feed (like yelp)